You spent weeks fine-tuning your logo. Agonized over the color palette. Debated fonts like they were matters of national importance. And then you hit publish. Your website is live, and you’re now on social. You expected a flood of attention. But nothing happened.


Here’s the hard truth: most people don’t care about your logo.


Not at first.


It’s a common trap, especially when you’re launching something new, whether a bike race, a tourism campaign, or a brand for your small town. We tend to think branding is about visual polish. That once we’ve got the logo locked down, everything else will fall into place. But branding is deeper than design. It’s not just what people see. It’s what they feel.

The Myth of the Perfect Logo


I was thinking of this when I was watching the NBA playoffs and noticed the Skims logo on the court. While I’ve seen that logo plenty of times, I was struck seeing it on the court. My first thought was, “Man, that is such an ugly logo.” As far as logos go, it’s incredibly unspectacular.


However, the brand itself and the associations behind it are what make that logo powerful. We often have this conversation in some of my classes when discussing digital media and visual communication. I ask, “Is the Nike logo iconic, or is Nike as a brand iconic ... which then, in turn, makes the logo iconic?”


Don’t get me wrong ... logos matter. They’re part of your brand’s identity. But they’re not your brand. I’ve seen rural communities hire agencies to build out full brand kits with a logo, tagline, and color scheme and then roll it all out without a clear story, strategy, or goal. What happens next? A flashy brand launch, followed by silence. No one shows up.


That’s because a logo can’t do the heavy lifting if the experience behind it isn’t meaningful.


Design agencies geek about design. “We’ve selected this font because it was used on WWII recruitment posters, and thus it means ...” No one cares. We just see a font and don’t know, nor do we care, about the oral history of how it came into being.

People Don’t Remember Fonts. They Remember Feelings.


Here’s what people remember:

The feeling of riding past the border wall at BorderLands Gravel.

The volunteer who handed them a water at the finish line.

The stranger in town who waved them down to say “thanks for coming.”

That’s what sticks.


In the end, your logo is only as powerful as the experiences people associate with it. A logo without substance is just decoration. A logo backed by story, memory, and emotion? That’s branding.


I like to use the example of Spirit Airlines. As far as logos go, it's solid. However, what is interesting is that when I bring it up in class, 99.9% of my students have negative attitudes and feelings towards this airline. Even more interesting is that 99.9% of my students have never even flown on Spirit.


They've just seen TikTok videos about Spirit.


The negative reputation has now been captured in their logo.


Full confession. I LOVE Spirit Airlines. I chose to become a card-carrying member once my Mom moved to Phoenix because I wanted to take advantage of cheap flights, allowing me to fly frequently. I still have enough airline miles to fly round-trip 20 more times ... for free. In 2023, I took over 25 flights on Spirit. I was never late, never had a cancellation, and interestingly, none of our doors flew off. Because my experience has been positive, I have different feelings when I see their logo.

Good Design Can’t Save a Bad Brand


It doesn’t matter if your logo is award-winning. If the product or experience is confusing, disconnected, or underwhelming, that logo becomes a visual reminder of disappointment. On the flip side, even a simple or imperfect logo can gain significance when tied to a brand people love and trust.


Your logo is a shortcut. A trigger. But the emotional meaning behind it? That’s earned.

This Applies to Everyone. Yes, Even You


Whether you’re organizing a local bike race or revitalizing a forgotten town, don’t assume branding starts with a design file. It starts with clarity. Why do you exist? What makes your story unique? Who are you here for? Once you know that, you can build everything else with purpose.


The small town that doubles down on its outdoor assets and creates authentic visitor experiences? That’s branding.

The race that communicates clearly, cares about its volunteers, and leaves people feeling seen and celebrated? Also branding.


The logo is just the bow on the package.

What Actually Builds a Brand?


Here’s what matters more than your logo:


  • Clarity of purpose. Know who you are and who you’re not.
  • Consistency. Show up regularly and predictably.
  • Authenticity. Be real. No one’s inspired by generic.
  • Experience. Deliver something people want to talk about.
  • Storytelling. Help people see themselves in your story.
  • Trust. Do what you say you’re going to do. Every time.


These are the things that give meaning to your logo. That turns first-time visitors into repeat guests. That transforms a race into a ritual, a town into a destination, a brand into a community.

Last Thoughts: The Logo Comes Last


At some point, people will care about your logo, but only because they’ve grown to trust the brand behind it. They’ll wear your hat, slap your sticker on their cooler, and scroll your feed because your brand means something to them.


That meaning doesn’t start with the logo.


It starts with you.